Changing the way we practice: how to thrive and not just survive in veterinary medicine

Today's veterinarians face unprecedented competition such as veterinary clinics on every corner; hobby veterinarians who "give it away;" human pharmacies promoting do-it-yourself pet vaccinations; and corporate megastores with sophisticated management, overpowering marketing, and veterinary wellness clinics. Many veterinarians are experiencing flat or decreasing practice growth and are facing a severe financial squeeze. So, what's the answer? Give up? Take whatever comes? Accept less? Swing blindly at the problems? Remain blinded to the opportunities? No! We have got to fight back "to win" with better skills, increased attention to detail, and the sense-of-urgency that comes from being threatened! Start "competing to win" by building on our traditional strengths with the latest tools! This article offers a look forward at the demographics, trends, problems, and opportunities that face veterinarians in these ultracompetitive, fast-changing, yet opportunity-laden times. It's your choice--"To Thrive Or To Survive." This article shares the ideas, principles, emotions and winning tactics used by the great achievers in veterinary medicine. These are not anecdotal "pie-in-the-sky" schemes. These are proven "in-the-trenches" techniques and systems that have helped craft several million dollar practices. Follow the leaders!